selling your green project

You’ve got a Green Building…Now What?

Practical Solutions for Selling your Project: to the Public, Tenants & Investors

Marketing Green BuildingInitiatives:

• NO Greenwashing• Be ready to expose all

aspects of business• Bad news travels fast

Business Impact of Green Building:

• 13.6% decrease in operating cost

• 5% higher occupancy for green buildings vs. traditional buildings

• Improved occupant productivity, fewer sick days

Business Case for Sustainability Marketing

Green is Mainstream

•77% participate in some level of green attitudes/behaviors

•70% willing to pay premium for products from socially responsible companies

•57% say a brand has earned their business because of support for social/environmental cause

Not Just Consumers

•79% of millennials want to work for company that cares about how it affects or contributes to society

•Hines Real Estate/Development: investors “increasingly asking” about sustainability”

Marketing Goals

Retailers

• Build Brand

• Customer Loyalty

• Drive Sales

• Attract Employees

Developer/Owner

• Attract/Retain Tenants

• Command Premiums

• Build Brand

• Project Approvals

Leasing/Sales Brokers

• Attract New Prospects

• Do More Business

• Build Brand

Strategies & Great Ideas

“The new stores will feature: wood from sustainably managed forests, products that emit little-to-no VOCs (volatile organic materials), walk-off mats and air filters that trap particles of dirt, dust and pollen for improved indoor air quality, insulated glass with a low-E coating to help keep a balanced, temperate environment, and sensors to control lighting.”

Visible

Green

Design Elements

• Make it personal

• Keep it simple

• Make it tangible

• Segment

• Measure

Messaging Ideas

Walmart TV Commercial

Know The Channels

Corporate WebsitePublic RelationsEmail MarketingSocial MediaBranding MaterialsAdvertisingTrade ShowsMeetingsEmployee Training

Green Ribbon Marketing: Credible Clear Compelling

Contact me for resources:kzens@capitalpacific.com415.274.2714

Questions?